Launching Red Bush in Ireland

Posted on November 28, 2017


Last week, we helped our clients at Bushmills launch the highly anticipated Red Bush blend to the Irish market. Always eager to share our exciting client work with the world, we thought we’d give you an insight into how we did it. And who better to provide this insight than Charlotte Goss from our Bushmills team? Take it away, Charlotte!

Red Bush is the highly anticipated first new expression from The Old Bushmills Distillery for the domestic market in nearly five years, and Clearbox was tasked with introducing the new blend to people across the island of Ireland with an immersive tasting session for key consumer and trade media.

MEDIA LAUNCH

The scene was set at the historic Harp Bar, the old headquarters for the Old Bushmills Distillery, where we would host an intimate tasting session with Bushmills Master Distiller, Colum Egan. We wanted the event to be truly intimate and immersive so the emphasis was on the smallest; from building the ultimate tasting kit with vanilla pods and caramels, to beautiful little Bushmills gift bags for guests complete with all the ingredients to create their own Red & White at home.

Our night began with our host, BBC presenter, Joe Lindsay, inviting Colum to lead guests on a journey through the various tasting notes of caramel and vanilla in Red Bush, and drawing out the aromas of toasted oak from the barrels in which it was matured. Each guest also received the Red Bush signature Red and White serve upon arrival, as well as the exclusive ‘Paint It Red’ cocktail.

Lest our guests go hungry, we also had delectable burgers on hand with a specially created Red Bush-infused sauce, courtesy of Pablo’s Burgers. But it didn’t end there…


TRADE LAUNCH

Our media were then invited to attend the Red Bush afterparty in the Thirsty Goat where they were joined by the fun-loving Belfast bar trade to sip on some more Red Bush serves. Guests also had the opportunity to see Chris Kane, the first qualified cooper in more than 30 years in Ireland, practicing the ancient art of barrel-making using the same tools wielded by three generations of his family before him.

The afterparty went on ’til the wee hours of the morning, and when all was said and done, us Clearboxers headed home happy in the knowledge that the launch had been a success.


RESULTS

Our event had a full house at the Harp Bar with key media in attendance, including Sunday Life, Belfast Telegraph, Newstalk, Irish News, and the Irish Independent, among others, with some some great media coverage picked up in print and online as a result!

This launch was an exciting opportunity for Bushmills to showcase a new product to the Irish market, and to introduce an exciting new whiskey expression that would appeal to new whiskey drinkers and frequent bourbon drinkers alike.

We absolutely loved being a part of this launch campaign, and can’t wait to see revellers across Ireland getting further acquainted with Red Bush this winter.

For a closer look at what went down at the Red Bush launch last week, check out the video here.

Cheers!